Investigating the impact of augmented reality (AR) and virtual reality (VR) technologies on brand tribalism and customer interactions (Case study: online shops and Instagram)

This study investigates the impact of emerging technologies, namely Augmented Reality (AR) and Virtual Reality (VR), on brand tribalism and customer interactions in online stores and the social media platform Instagram. As digital technologies evolve at an unprecedented pace, businesses are increasingly adopting AR and VR to deliver rich, immersive, and personalized experiences to customers. This research seeks to determine the extent to which these technologies strengthen customer loyalty, foster brand-related communities, and improve engagement with brands across crucial phases of the customer experience cycle: pre-purchase, during purchase, and post-purchase interactions.



Methods:



The study adopts a mixed-methods research design, combining qualitative and quantitative approaches. In the qualitative phase, 20 industry professionals—including online store managers, digital marketers, and Instagram power users—were interviewed to explore the nuances of AR and VR-enabled customer experiences. Thematic analysis was performed using MAXQDA 2018 to identify key category clusters, refine existing codes, and conceptualize specific variables related to AR and VR utilization. The quantitative phase gathered survey responses from 394 participants, which were analyzed via Structural Equation Modeling (SEM) using SmartPLS software to test the relationships within the conceptual model and evaluate the predictive validity of its constructs.



Findings:



Findings demonstrate AR and VR significantly boost customer satisfaction, loyalty, and brand tribalism. Enhanced engagement stems primarily from the personalized, interactive, and emotive experiences these technologies create, which foster a sense of belonging to brand communities. AR and VR’s ability to immerse users amplifies emotional connection, motivating customers to exhibit stronger commitment to brands, engage in repeat transactions, and even advocate for the brand among their social networks. Businesses that integrate AR and VR into their customer engagement strategies observe tangible benefits, including increased brand loyalty, customer retention, and profitability. Quantitative results further confirm the statistical significance of relationships within the model, underscoring the role these technologies play in transforming the dynamics of customer-brand interactions across multiple digital touchpoints.



Discussion:



AR and VR technologies transcend mere novelty in marketing; they represent strategic enablers of enduring emotional bonds between customers and brands. Notably, the scope of brand tribalism extends beyond conventional loyalty mechanisms. It encapsulates the cultivation of shared identities, active participation in brand communities, and emotional reciprocity between brands and customers. By leveraging AR and VR, brands can create ecosystems within which customers perceive themselves not just as purchasers but as integral members of a cohesive tribal collective centered around shared values and experiences. This process is particularly salient in the retail and social media domains, where platforms like Instagram serve as incubators for customer-driven brand narratives, mutual exchange among community members, and the organic amplification of brand value.



Implications for Management and Future Research:



From a managerial perspective, this research conveys actionable insights for digital marketers, designers, and brand managers seeking innovative pathways to foster closer relationships with customers. Businesses are encouraged to explore AR and VR integration across diverse customer engagement phases, including product demonstration, user feedback systems, and post-purchase customer care. Special attention should be paid to geographically and culturally diverse market segments, as adoption rates may vary significantly in markets characterized by distinct consumer habits, preferences, and socioeconomic factors.



Future research should delve into:



Assessing the longitudinal impacts of AR and VR on sustained brand tribalism.

Exploring comparative adoption trends based on demographic, cultural, and geographic considerations.

Customizing AR and VR experiences to suit varying levels of technological aptitude among consumers.

Investigating advanced hybrid models combining AR/VR with other emerging technologies, such as Artificial Intelligence (AI) and blockchain.

Conclusion:



AR and VR technologies are revolutionizing the customer-brand dynamic by transforming consumers into active participants in their brand experiences. They offer businesses unprecedented opportunities to achieve greater customer engagement, loyalty, and long-term profitability. As this study demonstrates, AR and VR enable brands to transcend traditional market interactions, creating environments of shared meaning, emotional reciprocity, and collaborative belonging.